The document outlines the creative process used by a university marketing team. It involves 5 main steps: 1) project initiation and planning, 2) developing a timeline, 3) ideating concepts and creating draft designs/copy, 4) securing approvals through multiple drafts, and 5) publishing the final materials either physically or online. Awards won by the team are also listed for print, web, and marketing designs created for the university.

1. Creative Process
May 2012

2. The Creative Team
• Project management/traffic
• Editorial
• Print and identity design and photography
• Web and online design

3. Hamline University Visual Identity

4. Undergrad Admission Materials

5. Creative Writing Programs

6. Award-winning Design
CASE—Council for Advancement and Support • ―Peace, Love, and Hamline in the 1960s‖
of Education category: Magazine–Editorial Spread
2010 Circle of Excellence Awards • ―Meet the Board‖ category: Magazine–
• Summer & Fall Postcard Series Editorial Spread
MMPA—Minnesota Magazine and Publishing
UCDA—University and College Designers Association
Association
2011 Excellence Awards
2010 Design Competition
• ―Peace, Love, and Hamline in the 1960s‖
• Make History Undergraduate Viewbook magazine article
• Acceptance Package • ―Meet the Board‖ magazine article
• Hamline Bulletin category: Cover Design • ―Oil Slick‖ magazine article
• Campus in Winter
Higher Education Marketing Report
2011 Design Competition 2012 Educational Advertising Awards
• Scholars Day invitation category: Special • Strategic Plan Update book
Event
• Hamline Magazine category

7. Process overview
1 2 3 4 5
Step 1: Project initiation and concept
Step 2: Timeline and planning
Step 3: Development and execution
Step 4: Review
Step 5: Publish

8. Process overview
Client Creative Client Creative
1 2 3 4 5
Step 1: Project initiation and concept
Step 2: Timeline and planning
Step 3: Development and execution
Step 4: Review
Step 5: Publish

9. Step 1: Initiation Pre-steps
Question 1. Do you know what tactics you want to pursue?
Yes: Submit the project request forms
No: Contact project manager to discuss your needs

10. Step 1 (cont.): Initiation Pre-steps
Question 2. Is this a rush project?
If the deadline for the final delivered piece fits one of the following standards, call
the project manager and be prepared to discuss it at our weekly pick-up meetings
(every Monday at 1 p.m.).
• A RUSH PRINT PROJECT is defined as:
– less than 2 weeks for revisions to an existing publication
– less than 6 weeks for a brand new publication
• A RUSH WEB PROJECT is defined as:
– less than 1 week for revisions to an existing webpage/email/ad
– less than 2 weeks for a new email, webpage, or ad
– less than 3 weeks for a brand new site or site redesign

11. Step 1 (cont.): Initiate Project Request
Complete a project request form for the relevant area:
Print request form: www.hamline.edu/printrequest
Web request form: www.hamline.edu/webrequest
If we don’t receive a project request form, the project doesn’t exist to us, even if
we’ve met and discussed tactics in person. The project request forms are our
formal tracking method.
Final text is copy that has been submitted by the marketing planner or client and
has been routed through and approved by all stakeholders.

12. Step 2: Timeline
The production timeline is based on the project due date. Backing up from that
date, we include the following considerations:
• Editorial and design work
• Routing drafts
• Available email send dates
• Programming components (ITS)
• Printing and delivery
• Individual and university-wide schedules (university holidays, vacation,
etc.)

13. Step 2 (cont.): Creative Brief
• Marketing Planners provide a creative brief, which may
include:
• Background information/research/client vision
• Key details/concepts
• Goals
• Target audience
• Timeline
• Overview of tactics both print and Web
• Raw data
• Sources and contact information

14. Step 3: Ideate
Working from the creative brief and key details:
Considerations for the writer:
• What appear to be the major sections or points to be made?
• Do we have existing resources that would benefit this piece?
• What are the collected ideas of the creative group?
Concepts for the designers (print and web):
• How should this piece(s) be organized?
• Do we have existing photography and/or art?
• Do we need to schedule photo shoots, research stock photography and/or
hire an illustrator?

15. Step 3 (cont.): Copy
Editorial will work with marketing planners/clients to write and/or edit copy.
Two options:
1. Marketing planner/client provides final copy that is reviewed by editorial for
Hamline and Chicago style.
2. When new copy is required marketing planner provides editorial with raw
content such as: sources, research, notes, etc. that communicate the needs and
vision of the text.

16. Step 3 (cont.): Design development and execution
Meanwhile, the designers are working on:
• Photo shoots
– Finding candidates
– Vetting location
– Photographer selection
• Layout development and design
– Photos, graphics, colors, paper, programming,
coding

17. Step 3 (cont.): Execution
Bringing the concept together: first draft
• Layout: logical order and balance
• Evaluate effectiveness of photography and art
• Length—is the copy fitting on the page?
• SEO, writing for web and email
• Navigation, pages, banners, URL structure
• Verify that it matches the goals of the creative brief
Writer Designer

18. Step 4: Drafts and approval process
Marketing planners: Creative team:
• Edit for accuracy • Complete photo shoots/photo
• Secure final quantity and pull mail and placement
email lists • Planning with print vendor
• Route draft to stakeholders • Final overall editing
• Technical design and pre-press

19. Step 4 (cont.): Subsequent drafts and final approval
• The timeline allows for two to three rounds of drafts, depending
on the project’s scope.
• Final approval is provided by the marketing planner/client.
– For print projects, we require written approval of all content before
sending files to press.
– For web projects, we require written approval (via email) of all
content before publishing pages or sending emails/files.

20. Step 5: Publishing
• At the printer:
– Color correction
– Printer’s proofs
– Press checks
• Online:
– Push out web changes
– Send out email/evite
– Upload display and social ads
– Publish redirects and shortcuts
– Post-launch: track analytics